Insurgent, the second film in the Divergent series, scored $21M on Friday, which is just shy of Divergent's $22.78M first day. Insurgent is off to a good start, but it is now estimated to have a $50.4M opening weekend which is below the $57M projection analyst had forecast. It is also 8% below Divergent's opening weekend.
Despite a woeful 32% rating on Rotten Tomatoes, Insurgent received an 'A-' CinemaScore from audiences. 47% of the audience was under 25 and 60% of the crowd was female.
Meanwhile, it hasn't struck midnight on Disney's Cinderella yet. Last week's box office champ pulled in $9.69M on Friday and will cross the $100M mark later today. For the 3-day weekend, Cinderella is expected to come away with $35.78M.
Also of note: 20th Century Fox's Kingsman: The Secret Service opened in theaters six weeks ago, same weekend that 50 Shades of Grey did, but only Kingsman is still in the top ten. Ah, the power of good word-of-mouth.
North American Box Office Top Ten (via Deadline):
1). Insurgent (LG), 3,875 theaters / $21M* Fri.
3-Day: $49.6M / Wk 1
2). Cinderella (DIS), 3,848 theaters (+3) / $9.69M Fri. (-58%)
3-Day: $35.78M (-47%)/Total Cume: $123.8M/Wk 2
3). The Gunman (OR), 2,816 theaters / $1.8M* Fri.
3-Day: $5.45M /Wk 1
4). Kingsman: The Secret Service, 2,233 theaters (-402) / $1.28M Fri. (-23%)
3-Day: $4.68M (-25%)/ Total Cume: $114.6M/ Wk 6
5). Run All Night (WB), 3,171 theaters / $1.38M Fri. (-64%)
3-Day: $4.65M (-58%)/Total Cume: $19.4M/Wk 2
6). Do You Believe? (PF), 1,320 theaters / $1.15M Fri.
3-Day: $3.7M / Wk 1
7). Second Best Exotic Marigold Hotel, 2,016 theaters (-6)/ $936K Fri. (-43%)
3-Day: $3.28M (-42%)/Total Cume: $24M/Wk 3
8). Focus (WB), 2,055 theaters (-800) / $900K Fri. (-47%)
3-Day: $3.1M (-46%)/Total Cume: $49.1M /Wk 4
9). SpongeBob Movie: Sponge Out of Water, 1,980 theaters (-679) / $612K Fri. (-35%)
3-Day: $2.69M (-33%)/Total Cume: $159.1M/ Wk 7
10). Chappie (Sony), 2,429 theaters (-772) / $685K Fri. (-56%)
3-Day: $2.54M (-55%)/ Total Cume: $28.1M /Wk 3